S290: Technical and Economical Efficiencies of Producing, Marketing, and Managing Environmental Plants

(Multistate Research Project)

Status: Inactive/Terminating

Project Menu

SAES-422 Reports

Annual/Termination Reports:

[03/01/2002] [05/15/2003] [06/09/2004] [08/10/2004] [02/24/2005] [07/22/2005]

Date of Annual Report: 03/01/2002

Report Information

Annual Meeting Dates: 01/25/2002 - 01/25/2002
Period the Report Covers: 01/01/2001 - 12/01/2001

Participants

Hall, Charlie-University of Tennessee; Brooker, John-University of Tennessee; Haydu, John-University of Florida; McNiel, Bob-University of Kentucky; Kuehny, Jeff-Louisiana State University; Behe, Bridget-Michigan State University; Barton, Susan-University of Florida; Hinson, Roger-Louisiana State University; Kelley, Kathleen-Pennsylvania State University; van Blokland, P. J.-University of Florida; Brumfield, Robin-Rutgers University; Dennis, Jennifer-; Warnock, Dan-University of Illinois; Coston, D. C.-Oklahoma State University

Participants Attachment:

Attachment

Brief Summary of Minutes

Minutes Attachment:

Attachment

Accomplishments

Numerous articles, bulletins, and other publications were completed as work progressed on the four major project objectives: (1) evaluate alternative green industry plant production, establishment, and maintenance systems, (2) evaluate the regional competitiveness within the green industry, and (3) evaluate the demand for green industry plants, materials, and services, and (4) evaluate the effectiveness of alternative merchandising techniques. The unique multi-disciplinary blend of horticulturalists and agricultural economists continue to provide innovative and thorough analyses and collaboration. The committee includes representation from 22 states, with 12 of these states being outside the Southern region. This national membership has evolved because of the relevance of investigating the production, marketing, and economic impacts of landscape plants within and across plant hardiness or climatic zones, rather than state or regional boundaries. Progress is reported under the appropriate project objective. Objective 1: Evaluate alternative green industry plant production, establishment and maintenance systems. The economics of various types of roadside vegetation strategies are being studied with 34 pilot plots throughout Delaware in a program entitled Enhancing Delaware Highways. This research is geared to finding alternatives to annual wildflower plantings that meet with public approval and are eonomically feasible for departments of transportation. Pilot plots are used to test establishment and maintenance techniques. Costs associated with all aspects of installation and maintenance are tracked to provide an economic comparison of vegetation strategies. Pilot plots will also provide photographs for a public opinion survey to be conducted in 2003. The first draft of a Roadside Vegetation Concept Manual was submitted to DelDOT in December 2001. Forsythia x ‘Meadowlark‘, and daylily ‘Catherine Woodbury‘ were used to evaluate the plantability of 2.3 L untreated and Cu-treated (2400 mg Cu/ kg fiber dry mass (DM)) fiber pots that had either slit or hole wall openings. Slit and hole wall openings of equal area (2.85 cm2) were either 3 or 6. Plants of each taxon were planted, with the pot remaining on the rootball, into either a Hagerstown silty clay loam field for 17 and 63 wks or into a 10.8 L plastic pot for 14 and 52 wks (Repot-in-a-Pot trial). Irrespective of trial and taxon, planted untreated fiber pots decomposed or softened quickly; however u-treated pots (CTP) did not. Roots grew profusely through untreated pot (UP) walls, but not through CTP walls where root growth was exclusively through wall openings. In the field trial, forsythia rooted through CTP openings the fastest. At 17 and 63 wks, 44 % and 43 % fewer forsythia large roots exited CTP than UP. Average shoot dry mass of forsythia in CTP was significantly less than UP at 17 wks, but not at 63 wks. At 17 and 63 wks, 90 % and 92 % fewer large daylily roots exited from UP than CTP. Avg shoot dry mass of daylily in UP and CTP differed significantly at both harvests. Among the wall opening treatments of CTP, both taxa exhibited a trend of increasing shoot dry mass and number of larger roots with increasing number of wall openings. Irrespective of taxon, the average number of large roots the Cu-treated control pots (having only drainage holes)frequently differed from the 6 hole and 6 slit treatment and less frequently differed significantly from the 3 hole and 3 slit treatment. Average shoot dry of forsythia, in contrast to daylily, did not differ among the wall opening treatments of CTP. In the Repot-in-a-Pot pot experiment, at 14 and 52 wks, forsythia CTP averaged 63% and 65% fewer large roots and had average root dry mass outside fiber pots that averaged 27% and 25% less than forsythia in untreated fiber pots. Average shoot dry mass did not differ between forsythia in CTP and UP at 14 wks shoot dry mass at 52 wks missing). Similarly, at both harvests daylily in CTP averaged 72% and 80% fewer large roots and had average root dry mass outside fiber pots that averaged 68% and 83% less than daylily in untreated fiber pots. Similar to forsythia, differences in average shoot dry weights of daylily CTP were not significant at 14 wks; however they were significantly different at 52 wks. Both taxa in CTP exhibited trends of increasing average number of large roots and root and shoot dry mass as the number of wall openings increased. At both harvests the avg number of daylily and forsythia large roots exiting the Cu-treated control pot (drainage holes only) had significantly fewer roots than 75% of the slit and hole wall opening treatments of the CTP. At 14 wks, average daylily or forsythia root dry mass outside of the control pots were significantly less than the 6 slit and 6 hole treatment of CTP. At 52 wks, these differences remained for daylily, but not forsythia. With one exception, average shoot dry weights did not differ among the wall opening treatments at 14 wks for forsythia and at both harvests for daylily. Objective 2: Evaluate the regional competitiveness within the green industry. Analysis of survey data collected from nurserymen in several states continues to be a productive area. The descriptive data from three nationwide nursery surveys continues to be examined. The importance of mass merchandisers as an outlet increased from 18.8% of all wholesale sales in 1993 to 22.1 percent in 1998. Sales to garden centers dropped from 26% in 1993 to 18.6% in 1998, and the other retailer category declined as well. This confirms that growers are facing a significant change in the competitive infrastructure as these large retailers exert their market power in the marketplace. For shares of production in specified plant categories, there were minor changes in the leading categories between 1993 and 1998. Deciduous trees and the combination of the road-leaved evergreen shrub/azalea categories each amounted to a little more than 13% of production. Root packaging was dominated by the container category, particularly in the south. The balled-and-burlapped method was the only other significant category, and is more important for woody ornamentals in cooler climatic zones. Consumers attitudes toward a new dogwood tree that is resistant to powdery mildew were collected at two locations in Tennessee, one in Michigan, and one in Mississippi. The primary goal was to determine the additional amount consumers would be willing to pay for such a dogwood. Results indicated consumers willingness to pay more for five feet, one-inch caliper trees in a five-gallon container, which typically retails around $55 to $60, ranged from $11.87 in Mississippi, $13.91 in Nashville, $14.58 in Knoxville, and to $16.78 in Michigan. A study has been completed that investigated the most important factors affecting profitability in the greenhouse industry. A publication has been generated, reviewed, and is ready for publication as a regional bulletin. Another study is underway that is investigating the economic effect of landscaping on residential home valuations. It is theorized that landscaping adds value to the home value that is much greater than the actual cost of installation. A standardized image assessment survey instrument has been developed for retail garden centers to determine their image relative to competitors. This analytical survey tool has been used at several regional sites, which will help determine the general trends impacting the industry at the retail level. An update of the publication entitled "Economic Impact of the Green Industry in Texas" has been completed. This publication provides an overview of the relative economic contributions of the grower, landscape, and retail sectors. The Texas portion of the National Nursery Industry survey has been analyzed and reported in a departmental publication. The Texas data was also included in a regional publication published recently. A preliminary business analysis instrument was designed in Excel format and tested it with two greenhouse operations in Upstate New York. The business analysis instrument was demonstrated at the Cornell Greenhouse Advisory Board meeting and the Cornell Farm Management retreat to solicit input. Project leaders gave presentations on the importance of financial management and demonstrated the business analysis project at numerous extension education programs and extension in-service workshops during fall and winter 1999-2000. Promotional brochures were printed and sent to New York greenhouse businesses and extension colleagues to recruit greenhouse participants during the period of November 1999 to February 2000. NYS Department of Agriculture and Markets printed promotional brochures and mailed them to all registered greenhouse growers in New York in June 2000. Information about the project is posted at the Cornell Horticultural Business Management and Marketing Web-site at http://aem.cornell.edu/special_programs/hortmgt/index.htm. Program leaders and local extension specialists visited greenhouse businesses to gather business information on a standardized worksheet. This confidential information was then processed and analyzed by the program leaders using the business analysis instrument in Excel format and a computer database program developed for this program. A total of 30 greenhouses from around New York State participated in the 2000 business summary program. Market channels changes in the Louisiana nursery industry were analyzed. To predict channel use, a model estimated proportion of sales through channels as a function of market-oriented variables. Generally, models were inconclusive regarding the importance of explanatory variables. For market channel comparisons, 1998 survey was compared 1988 and 1993 data using ANOVA, and comparing La. To other Gulf States. Large and small Louisiana nurseries have increased the proportion of sales to re-wholesalers and retailers at the expense of sales to landscapers, while proportions changed little in other states. Conjoint analysis is being used to determine relative importance of landscape attributes as measured by values consumers say they would be willing to pay for these distinct products (home and specific landscape), and by part-worth utilities measured by regression parameters. Customers visiting 5 retail nurseries rated 18 poinsettia cultivars based on personal preference and asked to provide demographic information. Seventy-six percent of 109 participants were female and 24 % were male. The average age was 45 years, average years of formal education was 16 and 90% purchased poinsettias the previous year with an average purchase of 5 poinsettias per year. Ninety-six percent purchased red, 29% white, 30% pink and the remaining other colors. Freedom Red received the highest rating regardless of bract color and was the highest rated among red cultivars, however, all other red cultivars were rated good to excellent. Festival Rose was the highest rated pink cultivar while Pepride Marble and Plum Pudding were the highest rated novelty cultivars. Poinsettia buyers had a higher household income and were older than non-buyers. Five percent reported buying only non-red cultivar and all female with 2.4 more years of education and a higher household income. Research was conducted to examine the financial structure of the ornamentals nursery and floriculture products sector using annual sales data for 398 firms. For comparison purposes, data for the top 41 firms was collected for the ornamental floriculture and nursery products industry and for the poultry industry, another prominent Southern agricultural industry. When the top 398 firms (each representing more than $2 million in annual grower receipts) in the ornamental floriculture and nursery products sector were examined, the top firm had 6.3% market share, followed by the next four firms having 4.9%, 4.8%, 3.8%, and 2.9% market shares, respectively, of the aggregate sales for the 398 firms. These five firms accounted for about 22% market share; the top 25 firms accounted for 41.66% market share; the top 50 firms accounted for 51.27% market share; and the top 100 firms account for 64.29% market share. These numbers overstate the actual market share, for if $11.4 billion grower receipts for 1997 are used the market share numbers change dramatically. For instance, the top firms market share dropped from 6.3% to 1.54%, with the next four firms having market shares of 1.20%, 1.19%, 0.93%, and 0.73%, respectively, for a top five market share of 5.61% of the $11.4 billion market. Similarly, the top 25 firms, 50 firms, and 100 firms accounted for 10.22%, 12.58%, and 15.78% market share, with the 398 firms included in the sample accounting for a combined 24.54% market share. Objective 3: Evaluate the demand for green industry plants, materials and services. A subcommittee of S-290 revised and updated Establishing and Operating a Garden Center: Requirements and Costs. The manuscript has been submitted to NRAES for publication. A study underway at Lousiana State University investigated how growers‘ allocations among the alternative market channels using an econometric model, and compared Louisiana to other gulf coast states in terms of shares of output going to marketing different channels. Survey of home owners was taken in the spring regarding value of pest resistant plants. The survey was in cooperation with other states. The object was to determine whether a customer would be willing to pay more for a plant that had shown evidence of being more resistant to a specific pest or whether the market was limited by the traditional price for the species. If the customer is willing to pay more, plant development individuals would be willing to select and introduce new plants with benefits when knowing their costs could be recovered. New plants could reduce pesticide use/or improve esthetic quality. To have a further understanding of the pricing structure in the nursery industry, data was collected on plant prices over time. Seven species were analyzed for their price trends over the past 125 years by collecting data at five year intervals. Six firms, which had been in operation for most of the time period, were tracked. Data is being analyzed. A budget on the startup and operational costs of a small and large landscape firm were updated. An Economic impact analysis of horticulture and other sectors of Florida agriculture were conducted using primary survey data and the Implan input-output modeling software. Market survey research for turfgrass, ornamental plants, and related horticultural products was completed. Research, client service, and extension education on business analysis for horticultural production was also conducted. Training for growers and landscape service professionals on cost analysis and bidding was given. Maintaining an internet website on horticultural business management (hortbusiness.ifas.ufl.edu), and economic impact analysis (economicimpact.ifas.ufl.edu) was completed. Objective 4: Evaluate the effectiveness of alternative merchandising techniques. Several Southern states, including Georgia, Kentucky, Louisiana, Mississippi, Oklahoma, and Texas have implemented plant promotion programs. These programs havr goals of of identifying specific plants and generating awareness of these plants through state-wide marketing campaigns. Most of these programs were initiated during the early 1990‘s and have many similarities, including stated objectives of the program, governance and participation, and basic plant selection criteria. The similarities cease with respect to costs incurred and how the programs are funded. Little documentation exists as to formal monitoring/oversight to see if the programs actually achieve their goals. Since additional states are considering adoption of state plant promotion programs, a synopsis of the various programs of a few selected Southern states was accomplished using a survey instrument. Programs in Georgia, Kentucky, Mississippi, and Texas were compared as to name; establishment date; sponsorship; governance; goals; funding; plant selection criteria; selection announcement to industry; oversight, monitoring and feedback; and overall assessment. A grant from the Horticultural Research Institute was awarded to investigate this in 2002. A grant was obtained to study the impact of state marketing programs on ornamental plant sales. The grant was obtained from the Horticultural Research Institute (MS, GA, TX, TN, NC). Funding was obtained in November, 2001 and work is progressing. Investigations of service quality relative to horticultural businesses are planned through survey research. Surveys have been received and data compiled relative to the third national marketing survey regarding sales in 1998. Comparison of results from the three surveys conducted by members and associates of the of S-290 committee will be compared over the 15 years and could present adjustment trends in the location and type of buyers purchasing landscape plants from U.S. nurserymen. This market structure information could help industry participants when making intermediate and long-run production or marketing decisions. The S-290 committee continues to use innovative communication routes to communicate with clientele. Its World Wide Web Page (http://www.hcs.ohio-state.edu/s290) has been a highly effective tool to publish results. Both short reports to assist garden center mangers and owners and information from the previous national surveys on trade flows and marketing practices within the United States nursery industry are currently available over the WWW. Current publications are in the publishing stage. They will be available on the S-290 and the CSREES website in PDF format.

Publications

Behe, B.K. 2001. Successful Sales Strategies. Michigan Certified Nursery Manual. Chapter 18, pages 1-5. Michigan Nursery and Landscape Association. Okemos, MI. Behe, B.K. 2001. Displays: Your Silent Salesperson. Michigan Certified Nursery Manual. Chapter 19, pages 1-4. Michigan Nursery and Landscape Association. Okemos, MI.. Brooker, John R., David B. Eastwood, and Bill Klingeman, Added Value of a Powdery Mildew Resistant Dogwood, Proceedings of Research Conference, Southern Nursery Association, 45th Annual Report, 2001. Hall, Charles R. and Melissa K. Jupe, "The Economic Impact of the Nursery Industry in Texas," Proceedings of Southern Nurserymens Associations Research Conference Forty-Sixth Annual Report, Volume 46, 2001. Hall, Charles R., "An Image Assessment of Blooming Colors Nursery, Coppell, Texas," Texas Agricultural Extension Service, August, 2001. Hall, Charles R. " The Economic Impact of the Green Industry in Texas," Final contract report for the Texas Nursery and Landscape Association, agecon.tamu.edu/faculty/hall/impact/impactstudy2000.html, January 2001.

Impact Statements

Date of Annual Report: 05/15/2003

Report Information

Annual Meeting Dates: 03/20/2003 - 03/21/2003
Period the Report Covers: 01/01/2002 - 12/01/2002

Participants

Brief Summary of Minutes

http://www.s290.org/minutes%20March%2003.pdf

Accomplishments

Obj 1: May 23, sedum plugs (72‘s that were 1.5" w x 3" d)were planted into circular pots in a highly porous, expanded clay-based med.(dry bulk density = 42lbs/cubic ft.) suitable for green roofs. Pot dimensions were 14" wide & 5" deep & were originally designed as hanging basket containers. After the plugs were transplanted, each pot received 10 g of surface applied Osmocote 14-14-14 and were watered in. There were 10 plant varieties, each w/ 3 replicates. Pots were arranged in a completely randomized experimental design. On May 20, & at 2-week intervals each pot will be photographed. Photos were transferred to Adobe Photoshop, sized, printed, & the outline of each plant cut out & weighed to determine a relative growth rate for each taxon. Phase II: On 20 Sept. 2002 all pots were moved into a Penn State Hort Dept greenhouse for controlled drought stress. Initially, all pots were brought up to pot (field) capacity. Every pot was weighed daily for 19 days. At the end of this cycle, all pots were immersed in water until fully saturated, drained for 3 hours, then re-weighed. 24h later pots were again immersed, drained for 3 hours & weighed. Pots were then weighed daily for 19 days & the saturation procedure described above was repeated. Researchers at University of RI installed a computer-controlled microirrigation system w/12 independent irrigation zones. All irrigation water applied in this system is recaptured & allows for water quality analysis. This facility will be used in 2003 & future years to evaluate irrigation methods & container media to optimize low-water use container culture in the NE. RI continues to evaluate the growth & marketing requirements of new, sustainable plant species for introduction to the nursery industry. More than 100 accessioned trees & shrubs were planted in 2002. Individual studies on 48 pesticide crop combinations were initiated in 2002. The studies were selected from the IR-4 high priority list that was developed at the Ornamentals Workshop in Houston. The workshop results represent input from pesticide manufacturers, formulators, ornamental crop producers, & ARS & land grant university scientists. These projects included insecticides, herbicides & plant growth regulators. The pesticides studied represent new chemistries & compounds that have a lower use risk than currently labeled products. Analysis of survey data collected from nurserymen in several states continues to be fruitful. Because there is limited information currently available regarding the economics of producing nursery crops using the pot-in-pot production system, 2 case studies were used to compare the costs of producing 3 species with in-ground, above-ground, & pot-in-pot production systems. A compendium of up-to-date guidelines that will assist greenhouse managers in making more informed decisions regarding their production & marketing-related business practices was developed. A section discussing major driving forces affecting the greenhouse industry is followed by sections specifically addressing marketing, personnel management, portfolio (product mix) management, materials handling & distribution, equipment procurement, cost accounting, pricing, & financial management. The financial opportunities associated with distribution of university-patented nursery products was simulated in a cooperative game created to estimate a fee & predict the behavior of nursery growers & nursery product retailers. Obj 2: A greenhouse business analysis instrument in Excel format was designed by Uva & Richards in October 2000 to collect financial information & perform business analysis for greenhouse operations. Our goals are to establish financial performance benchmarks & trends for the greenhouse industry, providing education to improve the record keeping & financial management skills of greenhouse managers, & to use the collected data to analyze factors important to profitability of greenhouse businesses. An enterprise budget program designed in Excel format has been developed to help greenhouse growers analyze the costs of producing a specific crop & can be downloaded from the Cornell Hort Business Management & Marketing web-site at http://hortmgt.aem.cornell.edu/. Results of this project were presented at numerous extension & research meetings in 2002. The project expanded to include 47 greenhouse businesses from NY & PA in 2002. An annual report analyzing industry financial performance benchmarks and trends will be completed in March 2002. A searchable web-based database is being developed to collect data & present results in 2003, & additional greenhouses are being recruited in NJ & MI for future studies. Data to support analysis of adjustments in marketing & management practices of wholesale & retail firms will continue to be obtained by mail survey techniques. A review of the survey instrument was initiated in 2002. Final changes will be made in 2003 with planned distribution in January, 2004. University Poinsettia Trials were organized by LSU. This study measured the performance of 25 cultivars in multiple states. Several states participated in this study. A survey of technical Information requirements for Hispanic nursery employees conducted in OR & OH was completed in 2002. In OR & OH 375 & 250 surveys, respectively were distributed to Sanish-speaking nursery employees. In OR 193 & in OH 127 were completed. The purpose of these surveys was to determine the backgrounds, experience level & work activities of nursery workers, their technical information interests, & what resources are available to these workers. Differences were discovered between the Hispanic work force in OR & OH in backgrounds, yrs of experience, work activities, technical topics of interest & current resources available. Obj 3: Analysis of survey data collected from nurserymen in several states continues to be productive. Growers may utilize this information in making decisions regarding the type of market outlet they will emphasize in attempting to develop sustainable competitive advantage in the marketplace. Recognition of structural shifts in regional demand is imperative in today‘s dynamic green industry. As growers respond to the dynamic market place where they are competing for sales with growers in other regions, the ability to satisfy the needs of the targeted outlets becomes increasingly critical. Nurseries focusing on landscapers & garden centers will need to emphasize plant quality & convince buyers that the higher quality is present & worth the higher price usually necessary in these outlets versus the mass merchandisers. Because of the limited information currently available regarding the economics of producing nursery crops using the pot-in-pot production system, 2 case studies were used to compare the costs of producing 3 species with in-ground, above-ground, & pot-in-pot production systems. A compendium of up-to-date guidelines that will assist greenhouse managers in making more informed decisions regarding their production & marketing-related business practices was developed. A section discussing major driving forces affecting the greenhouse industry is followed by sections specifically addressing marketing, personnel management, portfolio (product mix) management, materials handling & distribution, equipment procurement, cost accounting, pricing, & financial management. Research programs on horticultural economics includes business analysis of ornamental plant nurseries in Florida, analysis of economic structure & development, marketing, & evaluation of technologies for plant production. This work involved survey research to collect economic information from businesses. Research activities for the horticulture industry: Economic impact of horticulture & other sectors of agric using primary survey data & the Implant input-output modeling software; Market survey research for turfgrass, ornamental plants, & related hort products. Research, client service, & ext educ on business analysis for hort production were provided. Market expansion strategies for turfgrass producers in the western US Economic impact of FL‘s nursery industry was completed. Economic impact of FL‘s golf course industry was completed. Operating cost study of the FL hort industry is underway. Under the Economic Impact Analysis Program in the UF Food and Resource Economics Dept, we conducted studies on the impact of hort & other FL agric industries. An economic impact study of FL‘s environmental hort industry in 2000 was completed in 2002. An economic impact study of the FL golf industry was also completed in 2002. A 3-year project, Market Expansion Strategies for Turfgrass Producers in the US, funded by Int‘l Turf Producers Foundation, was completed in 2002. Work continued with collecting price & plant data from nurseries. Using catalogs on file at the Bailey Hortorium, Cornell Univ & the Andersen Library, Univ. of MN & several nurseries were selected which had been in operation in excess of 50 yrs. In a few cases catalogs were available for over 100 years. A few diverse species were selected which were available over this entire span. Price data were collected at 5-yr intervals over this period of time except for recession years when it was collected annually for a period. The data collected from 2001 and 2002 are currently being analyzed. Initial observations indicate recessions have a definite impact on the price of nursery stock. Obj 4: One alternative to traditional Christmas trees could be developed from popular firs & pines. This study was initiated to determine consumer preferences & marketability for 6 evergreen tree species, using 3 decoration themes, & 3 price points. Conjoint software generated 27 alternatives from the 6 x 3 x 3 orthogonal design. A web-based survey was conducted using a sample of 5000 potential participants purchased from a national survey sampling firm. The 230 participants were compensated with a $5 e-coupon. The conjoint model accounted for 91.2% of the variance, indicating it accounted for most of the variation in consumer preferences. Consumers valued species as the most important attribute (61% of the consumer‘s preference) with decoration color/theme the 2nd most important feature (27%) &, lastly, price (12%). When consumers were divided into age groups, we discovered their preferences for price point varied. In a separate study designed to investigate consumer perceptions of new flowering woody shrubs positioned as potted flowering plants, we chose 15 flowering plants based on their differences in use, plant habit or form, & flower-color for a web based study conducted in May 2002. Consumer perceptions were measured with a semantic differential scale, which consisted of bipolar adjective pairs that anchor either end of a set of numbers. We asked participants to evaluate perceived similarities in pairs of flowering plants. A protocol was presented for the introduction of new plants that have patents, copyrights, or trademarks into the marketplace. The potential of a market, its growth rate, & the shape of the product life cycle provide key insights into current & future market demand, the foundation of a successful plant introduction. A market share index related to promotion, product, price, & place was developed to: identify important sources of lost market share opportunity, provide a mechanism to assess changes in market share & trace the change to 1 of the 4 P‘s, & estimate market share potential. Pricing issues were addressed as they related to price sensitivity, product positioning, & the competitive environment.

Publications

Barton et. al. 2002. Establishing and Operating A Garden Center: Requirements and Costs, 2nd Edition, NRAES. Barton, S., B. Behe, R. Brumfield, C. Hall, R. Harkess, C. Safley, and P.J. van Blokland. 2002. Enhancing profitability in greenhouse firms. So. Coop. Ser. Bull. 401. Behe, Bridget, Art Cameron, Kathy Kelley, Elizabeth Moore, Erin Nausieda, Beth Fausey, Royal Heins, and Will Carlson. 2002. Turning Perennials Inside Out. Nursery and Landscape Research Projects and Educational Programs Booklet 2001. Published by Michigan State University. Diane Brown-Rytlewski editor. p14-17. Behe, Bridget, Kathleen Kelley, Jim Heilig, and Rachel Walden. 2002. Survey of Southern Growers of Annuals and Perennials. Southern Nursery Association Research Conference Proceedings. 45:516-518. Behe, B.K., R.M. Walden R. D. Lineberger, M. Duck, B. Cregg. 2002. Consumer Preferences For Table-top Christmas Trees. Abstract Number: International Society of Horticultural Science, Toronto, Canada. Behe, Bridget and Susan Barton. 2002. Consumer Perceptions of Product and Service Quality Attributes in Six U.S. States. Nursery and Landscape Research Projects and Educational Programs Booklet 2001. Published by Michigan State University. Diane Brown-Rytlewski editor. p46-48. Behe, Bridget, Elizabeth Moore, and Art Cameron. 2002. Examining Consumer Perceptions About Selected Flowering Perennial Plants. Nursery and Landscape Research Projects and Educational Programs Booklet 2001. Published by Michigan State University. Diane Brown-Rytlewski editor. p48-50. van Blokland, P., A. Hodges and J. Haydu. 2002. Using Probabilities to Make Budgets More Realistic. Proceedings of the Hawaii Conference on Business, Honolulu, HI. Brooker, J. and C. Hall. 2002. Interstate Trade Flows of Nursery Sales by Market Outlet and Destination: Five Selected States. Proceedings of Research Conference, SNA, Atlanta, GA, 2002. Gardner, J., D. Eastwood, J. Brooker, J. Riley, and B. Klingeman. 2002. Consumers‘ Willingness-To-Pay for Powdery Mildew Resistant Flowering Dogwoods. Research Series 02-02, Department of Agricultural Economics, February, 2002. Gardner, J., D. Eastwood, C. Hall, and J. Brooker. 2002. How Much Should I Charge? Applying Decision Analysis Tools to the Pricing of Flowering Dogwood Trees that are Resistant to Powdery Mildew. Research Series 07-02, Department of Agricultural Economics, July, 2002. Hall, C. and J. Brooker. 2002. Structural Changes in the Distribution of Nursery Sales by Market Outlet for Five Selected States. Proceedings of Research Conference, SNA, Atlanta, GA, 2002. Hall, C., J. Haydu, and K. Tilt. 2002. The Economics of Producing Nursery Crops Using the Pot-in-Pot Production System: Two Case Studies. Southern Cooperative Series Bulletin No. 402, November 2002. Hall, C. 2002. Editor, Enhancing Profitability in Greenhouse Firms. Southern Cooperative Series Bulletin No. 401, May 2002. Hardy, Jill, Bridget K. Behe, Thomas J. Page, Robert E. Schutzki, R. Thomas Fernandez, D. Bradley Rowe. 2002. Consumer Preferences for Plant Size, Type of Plant Material and Design Sophistication in Residential Landscaping. Nursery and Landscape Research Projects and Educational Programs Booklet 2001. Published by Michigan State Univ. Diane Brown-Rytlewski editor. p50-51. Haydu, J.J. A.W. Hodges, L.N. Satterthwaite and J.L. Cisar. 2002. Market Expansion Strategies for Turfgrass Producers in the Central U.S., Part 2. Turf Dollars and Sense, 14, pp. 1-4. Haydu, J.J. A.W. Hodges, L.N. Satterthwaite and JL Cisar. 2002. Market Expansion Strategies for Turfgrass Producers in the Central U.S., Part 3. Turf Dollars and Sense, 14, pp. 1-4. Haydu, J.J. A.W. Hodges, L.N. Satterthwaite and JL Cisar. 2002. Market Expansion Strategies for Turfgrass Producers in the Central U.S., Part 4. Turf Dollars and Sense, 14, pp. 1-4.20. Hodges, A. Outlook for Ornamental Plants. 2001. Food & Resource Economics Newsletter, University of Florida. Haydu, John J., Alan W. Hodges, and Ronald W. Ward. 2002. Market Analysis of the Capillary Mat Irrigation Technology in the Southeastern United States. EDIS Document FE 334, Florida Cooperative Extension Service, Univ of Fl Haydu, J.J., R.C. Beeson, A.W. Hodges, J. Carron, and PJ van Blokland. 2002. Cost-Benefit Analysis of Alternative Irrigation Technologies for Container-grown Landscape Plants. Proceedings of the Hawaii Conference on Business, Honolulu, HI. Haydu, J.J., A.W. Hodges, and J.L. Cisar. 2002. Container-grown Nursery Crops as a Solution to Small Farm Profitability. Proceedings of the Hawaii Conference on Business, Honolulu, HI. Haydu, John J. and A.W. Hodges. 2002. Economic Dimensions of the Florida Golf Course Industry. EDIS document FE 344, Florida Cooperative Extension Service, University of Florida, Gainesville, FL. Haydu, John J. and Alan W. Hodges. 2002. Market Analysis of the Capillary Mat Irrigation Technology in the Southeastern United States. Economic Information Report, EIR 02-1, University of Florida, 22 p. Haydu, John J. and Alan W. Hodges. 2002. Economic Impact of Floridas Golf Course Industry. Economic Information Report, EIR 02-4, University of Florida, 30 p. Haydu, John J. and Loretta Satterthwaite and John L. Cisar. 2002. An Economic and Agronomic Profile of Floridas Sod Industry in 2000. Economic Information Report, EIR 02-6, University of Florida, 25 p. Haydu, John J. and Alan W. Hodges. 2002. Summary of Florida Sod Production. TPI Turf News, Vol.26, No.1, p. 34. Haydu, John J. and Alan W. Hodges. 2002. Contribution of Floridas Golf Course Industry to the States Economy. Florida Turf Digest, Vol.19, No.4, pp. 8-14. Haydu, John J. and Alan W. Hodges. 2002. Contribution of Floridas Golf Course Industry to the States Economy. The Florida Green, Summer Edition, pp. 40-46. Hodges, Alan W.and J.J. Haydu. 2002. Economic Impacts of the Florida Environmental Horticulture Industry, 2000. Economic Information Report, EI 02-3, IFAS, University of Florida, 79 p. Hodges, Alan W. and John J. Haydu. 2002. Floridas Nursery and Landscape Industry Soars to Record Economic Heights. Farm Credit Leader, Winter, 2002. Farm Credit of Central Florida, pp.4-7. Hodges, Alan W. and John J. Haydu. 2002. Demographic Trends in the United States Relevant for Sod Producers. TPI Turf News, Vol.26, No.1, pp. 36, 38, 40-41, 44-45. Hodges, Alan W. and John J. Haydu. 2002. Florida Green Industry Makes Enormous Economic Impact. Ornamental Outlook, Vol.11, No.9, September, pp. 38-40. Hodges, Alan W. and John J. Haydu. 2002. Competition in the Market for Manufactured Horticultural Containers in the Southeastern United States. EDIS document FE 336, Florida Cooperative Extension Service, University of Florida, Gainesville, FL. Hodges, A. and J. Haydu. 2002. Economic Impacts of the Florida Environmental Horticulture Industry. EDIS document FE 338, Florida Cooperative Extension Service, University of Florida, Gainesville, FL. Hodges, Alan, W and J.J. Haydu. 2002. Competition in the Horticulture Container Market in the Southeastern United States. Southern Nursery Association Research Conference, Atlanta, GA. Hodges, Alan W.and J.J. Haydu. 2002. Economic Impacts of the Florida Environmental Horticulture Industry, 2000. Southern Nursery Association Research Conference, Atlanta, GA. Hodges, A.W., J.J. Haydu, and P.J. van Blokland. 2002. Competition in the Horticulture Container Market in the Southeastern United States. Hawaii Conference on Business, Honolulu, HI. Kelley, Kathleen M., Bridget K. Behe, John A. Biernbaum, and Kenneth L. Poff. 2002. Combinations of Colors and Species of Containerized Edible Flowers: Effect on Consumer Preferences. HortScience 37(1):218-22. Mathers, H.M. 2002. Tackling Heat Stress in Container Stock. OSU Special Circular 186: 97-102. Mathers, H.M. and Zondag, R. 2002. Nursery Stock Production Using Pot-In-Pot Technique. The Buckeye. February 2002:14-15, 20. Mathers, H.M. 2002. Nursery Irrigation Management Part I: Waste Not, Want Not. The Buckeye. March 2002:14-16. Mathers, H.M. 2002. Nursery Irrigation Management Part II: Efficiency and Water Conservation. The Buckeye. April 2002:14-17. Mathers, H.M. 2002. Achieve optimum fertility: Why it‘s Important to Watch pH, Macros and Micros. Nursery Management & Production 18(3):65-66, 68-71, 73-74. Mathers, H.M. 2002. Nursery Irrigation Management. Part 3: Plant-Driven Irrigation. The Buckeye. May 2002:14-15, 18. Mathers, H.M. 2002. Nursery Irrigation Management. Part 4: Do you have a Plan? The Buckeye. June 2002:14-16. Mathers, H.M. 2002. Choosing the Right Herbicide. Part 1. The Buckeye. July 2002:14-16. Mathers, H.M. and Zondag, R. 2002. Top 5 Pot-in-pot Problems. What to Avoid, and Quick Solutions to Ease Production and Improve Crops. Nursery Management & Production 18(7):61, 62, 65, 66, 68, 70. Mathers, H.M. 2002. Choosing the Right Herbicide. Part II. The Buckeye. August 2002:14-15, 17. Mathers, H.M. and Quigley, M. OSU Editors. 2002. Ohio State University News for the Green Industry / Noticias para la Industria Ecologia. Issue 2, Volume 2. August 2002: 1-8. Mathers, H.M. 2002. Uncovering the Truth about Mulches. The Buckeye. September 2002:14-15,17-18. Mathers, H.M. 2002. Herbicide Treated Mulches. The Buckeye. October 2002:14-17. Mathers, H.M. 2002. The First Year. Field Planting of Caliper Trees. The Nursery Book 2002-2003. October 2002:18-19, 26, 50. Mathers, H.M., Struve, D. and Stoven. A. 2002. Cracking the Liner Market. November 2002:14-17. Mathers, H. and Case, L.T. 2002. Herbicide Treated Mulches for Ornamental Weed Control. SNA Proceedings 47: Phares, Meredith, Kathleen Kelley, and Bridget Behe. 2002. Telephone Survey Results Show that Home Landscapes and Important to Consumers. Southern Nursery Association Research Conference Proceedings. 45:516-518. Phares, Meredith, Kathleen Kelley, and Bridget Behe. 2002. Telephone Survey Results Show That Home Landscapes are Important to Consumers. Nursery and Landscape Research Projects and Educational Programs Booklet 2001. Published by Michigan State University. Diane Brown-Rytlewski editor. p45-46. Pinel, R., R. Hinson, D. Hughes and R. Navajas. 2002. Establishing the Economic Impact Of the Green Industry on Louisianas Economy. Paper accepted for presentation at annual meeting of Southern Agricultural Economics Association, Mobile, AL. Posadas, Benedict C., Patricia Knight, Richard Harkess and Jeff Kuehny. 2002. Poinsettia Consumer Survey in Coastal Mississippi. Poster presented at the 30th Horticulture Field Day, South Mississippi Branch Experiment Station, Poplarville, Mississippi, November 1, 2002. Posadas, Benedict C., Patricia Knight, and Richard Harkess. 2002. National Nursery Surveys in Mississippi. Poster presented at the 30th Horticulture Field Day, South Mississippi Branch Experiment Station, Poplarville, Mississippi, November 1, 2002. Stegelin, F.and S.C. Turner.An Example Protocol for a New Plant Introduction. Proceedings of the Southern Nurseryman‘s Association Research Conference Forty Fourth Annual Report 2002,p. 543-548. Uva, W.L. and Richards, S. 2002. New York Greenhouse Business Summary and Financial Analysis, 2000. E.B.2002-03, Dept. of Applied Economics and Management, Cornell University, Ithaca, NY. Uva, W. L. 2002. Managing Marketing Risks. Cornell Focus on Floriculture 1(2):2,3. October. Dept. of Horticulture, Cornell University, Ithaca, NY. Uva, W.L. 2002. Marketing Horticultural Services. Smart Marketing Newsletter Series. August. Dept. of Applied Economics and Management, Cornell University, Ithaca, NY. Uva, W.L. 2002. Growing for Profit - Managing Crop Mix to Enhance Competitive Edge and Increase Profitability. Cornell Focus on Floriculture 1(1):2,3. July. Dept. of Horticulture, Cornell University, Ithaca, NY. Williams, D.J. 2002. Commercial Landscape and Turfgrass Pest Managenment Handbook. Chapter 1 Guidelines for managing weeds in landscape and nursery plantings. Williams, D.J. 2002 University of Illinois all American selections trial garden. In: Miles C. Hartley Selections Garden at the Arboretum. Arboretum Series 02-1, Universuity of Illinois Arboretum.

Impact Statements

Date of Annual Report: 06/09/2004

Report Information

Annual Meeting Dates: 02/18/2004 - 02/20/2004
Period the Report Covers: 01/01/2003 - 12/01/2003

Participants

Brief Summary of Minutes

S-290 Technical Committee

Spring Meeting, Feb 19, 2004

San Diego, Ca.

Agenda had been distributed by Chair Behe

Present: Barton, Behe, Brooker, Dennis, Hall, Haydu, Hinson, Hodges, Mather, McNeil,

Rene Van Rems.

Chair Behe called the meeting to order at 8:15 am.

The minutes from the previous meeting had been placed on the S290 website

(www.s290.org). The minutes were approved as posted.

Neither the administrative adviser nor the CSREES adviser were able to attend the meeting. Guest speaker ? Mr. Rene van Rems, President of Rene Van Rems, Inc, of San Diego. Mr. Rems is a style and trends consultant who works with the mass merchants segment. He provides recipes for bouquets for the mass markets, and is a speaker at various meetings of the retail florists? trades.

In terms of industry directions, he was complementary of the KaBloom model as simple but upscale design at moderate price. He indicated this is very popular. On the other hand, older models such as FTD are diminishing. Also, the low end sales are going to supermarkets, and Ralphs and Safeway were mentioned specifically as examples. These are very prescriptive. He used an example of a discussion with a buyer who indicated there must be exactly 19 stems in a bouquet that would wholesale for about $2.25, so the

grower revenue would be about $1.10. The only suppliers who can do that are the

producers in Colombia, Equador, or other low cost parts of the world. Leatherleaf and baby?s breath are old, inclusion in the bouquet diminishes value. Also, the typical female flower consumer prefers flower colors other than red. Therefore, the ultimate consumer often does not get what she wants, unless she buys it herself. Many people now are ordering from the Internet. Valentine occasion sales online are soaring. The industry needs better consumer awareness. The consumer needs to be satisfied for return purchases, and he does not see this happening. The market is very diverse, there are many opportunities to serve consumer niches. The customer has changed a lot.

Shortened channels of distribution ? this is a very important purchasing trend. The regular purchase is from supermarkets, while florists are special occasions. This has changed because the value added is not there in the old system of wholesalers and florists. The leatherleaf and baby?s breath examples show that the consumer is lost in this system. The trend in Holland is to break out of the old designs and approaches, with a ?lets be different at any cost? approach. California production situation. Growers not making in on roses, he says. The original generation of growers who built the industry and hung in there through everything, is gone. Many second generation owners are not interested in continuing due to the problems of labor, changing markets, needed investments, etc. An agricultural business in CA is too difficult.

Bottom line: business people beginning to see that creative people can make money.

Update on the website - Hall

New web address is www.s290.org. Hall asked that members provide appropriate

information to update the site, such as contact information, since its easily changeable.

Manuscript reports

1. Cost studies for container and field nurseries, and landscape companies. McNeil has been working the landscape manuscript and expects to have it ready for review by March 30, 2004. Reviewers will be Hodges, Haydu, Hall, Mathers. These individuals agreed to review this manuscript before the summer 2004 meeting. The field nursery cost study will follow, working with Hall on zone 5 and 6, then the container production system will be updated. There is interest in revision and update of container and field nurseries for zones 7 and 8. Hinson agreed to lead this, using McNeil?s spreadsheets as the tool to

calculate costs. Knight, Tilt, Fields, Hall were suggested for this committee.

2. Pot in pot publication. Hall reported that the report has been published, and is linked to the southern directors homepage and from Hall?s website.

3. Landscape preference consumer survey. Behe reported that comments have been

received, revisions made, and the manuscript is ready for publication. It was noted that Michigan results differ from all other responses, so the manuscript will be revised to provide separate comments regarding the Michigan results. The document then will be sent to HRI.

4. Dogwood study. An excerpt will be published in the Michigan State University?s Best Management Practices for the Nursery Industry. Brooker and Hall will review the manuscript.

5. Educational needs of Hispanic nursery employees. Mathers surveyed needs of these employees, and published an article in Journal of Environmental Horticulture. The requirements and procedures of this effort were noted. This was an interview survey, an interpreter was used, workers were questioned directly about how they learn and other issues. Labor was considered as a possible new research topic. Following this discussion, the group agreed that Mathers would take the lead on writing an HRI grant to study the workforce including potential differences in labor preferences for learning and training

between Hispanics and other workers. States with interest in the project were identified as Ohio, Indiana, Michigan, Maryland, Florida, Texas, and Tennessee. The committee appointed for this activity included Mathers, Hall, and Barton. At the next S-290 committee meeting, Mathers will lead discussion on pursuing this study.

Progress on current studies.

1. Trade Flows and Marketing Practices. Brooker reviewed the items that will be covered through the $48,000 HRI grant. The instrument was revised, lists were obtained from 45 states, the first mailing is out and some responses are being received. A separate HRI grant funded printing and mailing. Hodges reported on the survey methodology. The sample frame was unified, there was a consistent source of certified nursery names/addresses, the lists were stratified by physical size and surveyed in fixed proportions (100% of large nurseries, 60% of medium, and 25% of smalls). If there was no size indicator, then the sampling rate was 40%. The minimum sample size in any state was 99, and there were 15,000 names in total. The first mailing was in mid January, the

second will be in early March. Data entry will be done at the University of Tennessee. Brooker noted that NASS? Census of Horticulture Specialties is being conducted at same time.

2. Pricing study. McNeil noted that Turner made two presentations based on this material in 2003, using Vibirnum species over the 100 years of data. In addition to price data, there is information about varieties that have appeared and disappeared over time, and such groups might be studied. The initial work of getting data from the originals and onto spreadsheets is done. Brooker will lead additional work on this project.

3. State promotional programs. There was no report.

4. Cut flower budgets. There was no report.

5. Business analysis. Hodges reported progress on Florida?s business analysis project which will be on a Hortbusiness website. FNGA provided funding to automate and make this available on the internet, and will be security encrypted. It will have public and member sides. The open or public side will have benchmarks for separate sectors such as foliage, woody ornamentals, and cut flowers. Reports will be available comparing firm averages by categories such as overall and most profitable. In the members only page, a firm will be able to enter its own firm information, query for reports, etc. Training

sessions are scheduled in summer 2004. Behe reported on greenhouse benchmarks. Some information has been collected in Michigan to be incorporated into the New York database.

New topics

1. Cost of tree liner production. Mathers lead discussion of Oregon?s market for tree liners. Some states are producing liners as well, including Tennessee. There is large potential in this market. S-290 should investigate the production practices, address the retractable roof issue, and develop a production system to model in order to attach costs associated with liner production.

2. Dennis reported on her cognitive appraisal work, which involves consumer satisfaction and regret regarding horticulture plant purchases. The emotional attachment and regret/satisfaction factors are elicited. Regret was shown to be the driving factor for switching. Moderating variables were included. This work can be expanded and should be included in the new multi-state project.

Discussion of new project.

S290 is scheduled to terminate September 30, 2004. Discussion of objectives to be included in a revised or new project led to the following outline for submission:

Objectives

I. Labor force study - Mathers

II. Evaluate firm-level regional and national competitiveness within the green industry ?

Haydu and Hodges

A. Business analysis ? Hodges and Uva

B. Economic Impact - Hodges

C. Trade Flows and Marketing Practices survey ? Brooker and Hodges

D. Determine economic feasibility of horticultural production practices - Hall and Hinson

III. Production horticulture activities

A. Evaluation of horticultural production practices - McNeil

B. Evaluation of selected plant establishment techniques - Mathers

C. Evaluation of landscape maintenance considerations - Barton

IV. Demand activities ? a combination of S290 objectives 3 and 4 - Behe and Dennis

A. Investigate consumer preferences for plant characteristics and services,

B. Analyze demand for selected species and plant categories

C. Analyze the effectiveness of alternative methods of evaluating new plants, products

and services

D. Investigate alternative retail level pricing schemes and displays

E. Investigate the application of electronic marketing technologies

Timeline

March 19 - objective leaders get new verbage to Behe (format: Word document)

March 26 - Behe compiles objectives, sends to Hall for posting on website. At that time,

an email message will be sent to current and potential committee members asking for

their commitment to the objectives

April 9 - deadline for response by members

Following this process, the writing committee will prepare the document for submission.

Elections

Behe and Hinson were re-elected to the offices of chair and secretary.

Site for summer meeting, 2004

Tuesday, August 10, 2004, 1:00 pm. Southern Nursery Association, Atlanta, GA.

Deadline for titles to present at educational seminars Feb 28, 2004.

Site for winter meeting, 2005

Arizona, either Tuscon or Phoenix, preferred dates are mid to late February. Haydu will organize the Arizona tours and present information at the next meeting.

Site for summer meeting, 2005

A site in New York state was suggested.

The meeting was adjourned.

Accomplishments

Publications

Anderson, D. and Williams D.J. 2003. Miles C. Hartley Selections Garden 2003 trials evaluation report. Arboretum Series 03-001. pp.1-35. Beeson, R.C., J.J. Haydu, T.H. Yeager, G.W. Knox, D. Hamon, and J. Caron. 2003. Container Systems for Reducing Overhead Irrigation Application Rates, Proceedings: Southern Nurseryman Association, (48):454-456. Behe, Bridget K., Elizabeth C. Moore, Arthur C. Cameron, Forest S. Carter. 2003. Consumer Perceptions for and Uses and Perceptions of Selected Flowering Perennial Plants. HortScience 38(3):460-464. Brooker, J., Hall, C. and Eastwood, D. 2003. Structural Changes in the U.S. Nursery Industry: A Graphical Analysis Using GIS Technology. Proceedings of SNA Annual Conference, 2003, Atlanta, GA. Brumfield, R.G. 2004. Profitable poinsettias. Grower Talks, Feburary 2004. http://www.growertalks.com/display.asp?ArticleID=817. Brumfield, R.G. 2003. Growing on contract. Brumfield American Nurseryman. 198(3):49-51. Brumfield, R.G. 2003. Should you consider contract growing? GMPro 23(9):59-62. Brumfield, R.G. 2003. Is your greenhouse green? Greenhouse Product News 13(4):66-69. Brumfield, R.G. 2003. Greenhouse cost management: a 1/2 day bottom line building workshop. Proceedings of the 2003 National Extension Risk Management Education Conference March 26-27, 2003, Dallas/FortWorth, TX. Brumfield, R.G. Economic and Marketing Issues from a Growers Perspective. 2003. USDA Outlook Forum, February 20-21, 2003, Arlington, VA, http://www.usda.gov/oce/waob/oc2003/program.htm#nursery. Cain, J. J., J. L. Adrian, P. M. Duffy, and E. Guertal. 2003. "Turfgrass-Sod Production in Alabama: Economics and Marketing," AAES Bulletin 653, Auburn University. Case, L., Mathers, H. 2003. Long term effects of herbicide treated mulches for ornamental weed control. Northeastern Weed Science Society Proceedings 57: 39. Cisar, J. L., J. E. Erickson, G. H. Snyder, J. J. Haydu, and J. E. Volin. 2003. Documenting Nutrient Leaching and Runoff from Urban Landscapes. Chapter 12, Environmental Inpacts of Fertilizer Products on Soil, Air, and Water, W. Hall and W. Robarge, eds. Dicks, Bradley R., P.J. van Blokland and John J. Haydu. Florida Forest Industry. Teaching and Learning Paper Series, TLP 03-08. Dept. of Food & Resource Economics, Florida Cooperative Extension Service, IFAS, University of Florida. Gao, G. Y., J.J. Smith, J.A. Chatfield, J.F. Boggs, E.A. Draper and H.M. Mathers. 2003. Key results of the 2001 Ohio green industry survey. OSU Special Circular 189: 139-144. Gardner, J., Eastwood, D., Brooker, J. and Klingeman, B. 2003. Consumers Valuation of Disease-Resistant Nursery Stock: A Case Study of Dogwoods. J. of Agribusiness 21:1:103-116. Spring. Hall, C. and Brooker, J. 2003. Key Website Characteristics for Effective Green Industry Marketing. Proceedings of SNA Annual Conference. August. Atlanta, GA. Hall, C. and Brooker, J. 2003. A Strategic Framework for Customer Relationship Management. Proceedings of SNA Annual Conference. Atlanta, GA. Hall, Charles, John Haydu, and Ken Tilt. 2002. The Economics of Producing Nursery Crops Using the Pot-in-Pot Production System: Two Case Studies. Southern Cooperative Series Bulletin #402, ISBN 1-58161-402-0. Hall, Charles (author and editor), Susan Barton, Bridget Behe, Robin Brumfield, Richard Harkass, Charles Safley, and P.J. Van Blokland. 2002. Enhancing Profitability in the Greenhouse. Southern Cooperative Series Bulletin #401. ISBN: 1-58161-401-2. Haydu, John J and Daniel E. Legard. 2003. An Economic Analysis of Preharvest Fungicide Applications to Control Botrytis Fruit Rot in Annual Strawberries in Florida. HortScience, Vol. 38(1):124-127. Haydu, J.J., A.W. Hodges, and J.L. Cisar. 2003. A Financial Appraisal of Floridas Environmental Horticulture Industry. Journal of American Academy of Business, Cambridge, Vol.2(2):386-392. Haydu, John J. and Alan W. Hodges. 2003. Developing New Markets for Turfgrass-sod in the United States. Proceedings: The Economics and International Business Research Conference, Vol.2(1):12-17. Hinson, R., R. Pinel and D. Hughes. 2003. Louisiana‘‘‘‘s Green Industry: Evaluation of its Economic Contribution, R.I.S. 108, LAES, Louisiana State University Agricultural Center, La. State Univ., Baton Rouge. Hodges, Alan, W, John.J. Haydu. 2003. Structural Adaptation in the Florida Ornamental Plant Nursery Industry. Journal of American Academy of Business, Cambridge, Vol. 2(2):393-399. Hodges, Alan W. and J.J. Haydu. 2003. Golf, Tourism, and Amenity-based Development in Florida. Proceedings: The Economics and International Business Research Conference, Vol. 2(1):127-134. Johansen, S. and Mathers, H. 2003. High temperature stress effects on water use and nutrient utilization in container systems. HortScience Program and Abstracts. 38(5):675. Kelley, Kathleen M. Bridget K. Behe, and Elizabeth H. Moore. 2003. Comparison of Consumer Purchasing of Campanula carpatica Jacq. Blue Clips in Selected Supermarket Retail Floral Departments as an Indoor Flowering Potted Plant. HortScience. 38(1):121-123. Mathers, H.M. 2003. Eight types of winter injury. The Buckeye. December. Pp. 8-9. Mathers, H.M. 2003. New irrigation research. The Buckeye. November. Pp. 8-9. Mathers, H.M. 2003. Water quality for ornamentals: Part 4. The Buckeye. October. Pp. 8-9. Mathers, H.M. 2003. Water quality for ornamentals: Part 3. The Buckeye. September. Pp. 8-9. Mathers, H.M. 2003. Water quality for ornamentals: Part 2. The Buckeye. August. Pp. 8-9. Mathers, H.M. 2003. Water quality for ornamentals: Part 1. The Buckeye. July. Pp. 9, 14. Mathers, H.M. 2003. Breaking the language barrier: Part 2. Happiness and retention. The Buckeye. June. Pp. 9, 14-15. Mathers, H.M. 2003. Breaking the language barrier: Part 1. Building relationships. The Buckeye. April. Pp. 18-20. Mathers, H.M. 2003. Top 10 ways to conserve water 19(11): 30-32, 33-35. Mathers, H.M. 2003. Hispanic labor comparisons: The Northwest and Midwest. Nursery Management & Production 19(10): 34-35. Mathers, H. M. 2003. Water quality for ornamentals. American Nurserymen 198(5): 32-34, 36-37. Mathers, H.M., D. Struve and A. Stoven. 2003. Liners under retractable roofs. Nursery Management & Production 19(1): 53-54, 56. (75|pct| contribution). Mathers, H.M. 2003. Stop herbicide resistance. Nursery Management & Production 19(9): 52-54, 56, 58, 60. Mathers, H. M., 2003. Technical information requested for Hispanic nursery employees - Survey Results from Oregon and Ohio. Journal of Environmental Horticulture. Accepted. In Press. (70|pct| Ohio and 30|pct| Oregon). Mathers, H.M., 2003. Temperature stress issues in nursery containers and current methods of protection. HortTechnology 13(4): 8-15 (100|pct| Ohio). Mathers, H.M. 2003. Novel weed control methods in containers. HortTechnology 13(1): 28-34. Mathers, H.M. 2003. Herbicide-treated mulches address some environmental concerns. Golfdom TurfGrass Trends 59(1): 46-48. Mathers, H., Case, L., Stoven, A., Johansen, S. and Pope, J. 2003. Examination of ornamental weed control using micro-encapsulated herbicide treated bark mulches. Northeastern Weed Science Society Proceedings 57: 82. Mathers, H., Case, L., Stoven, A., Johansen, S. and Pope, J. 2003. Comparison of herbicide treated barks and pelletized leaf mulch for ornamental weed control. Northeastern Weed Science Society Conference Proceedings 57: 58. Mathers, H., Case L., Stoven, A., Pope, J., Johansen, S. 2003. Evaluation of new dicholbenil and flumioxazin preemergent herbicide formulations for ornamentals. Northeastern Weed Science Society Proceedings 57: 59. Mathers, H. 2003. Overview of nursery irrigation management. Ornamental Working Group Workshop: Nursery Irrigation Management. HortScience Program and Abstracts. 38(5): 656. Mathers, H. 2003. Technical information requirements for Hispanic nursery employees-Survey results from Oregon and Ohio. HortScience Program and Abstracts. 38(5):700. Mathers, H., Case, L., Stoven, A., Johansen, S. and Pope, J. 2003. Examination of ornamental weed control using micro-encapsulated herbicide treated bark mulches. Proceedings of Southern Nurserymen‘‘‘‘s Association Research Conference 48: 355-357. Mathers, H. 2003. Weed control in ornamentals: The latest research. Proceedings of the 21st Annual Southern Illinois Grounds Maintenance School. Pp. 14-18. McClellan, C. F.E. Stegelin, R. E. McNiel, S. C. Turner. 2003. Historical price series analysis of seleted woody ornamentals. Southern Nursery Association Research Conf. Proc. 48. Owen, J.S. Jr., W.A. Johnson, and B.K. Maynard. 2003. A Comparison or Subirrigation System, Basal Temperature, and Auxin Concentration on Rooting of Stem Cuttings of Ilex glabra. J. Envir. Hort. 21: (accepted for publication) Owen, J.S. Jr., W.A. Johnson, and B.K. Maynard. 2003. Effects of Auxin Concentration and Basal Stem Temperature on Four Woody Plant Taxa Propagated by Stem Cuttings in a Growth Chamber using Recirculating Subirrigation. J. Envir. Hort. 21: (accepted for publication). Pinel, R. 2003. Establishing The Economic Impact of the Green Industry on Louisiana‘‘‘‘s Economy. Unpublished thesis, Department of Agricultural Economics and Agribusiness, Louisiana State University. Pinel, R., R. Hinson and R. Navajas. 2003. Establishing the Economic Impact of the Green (Ornamental Plants) Industry at the State Level. Abstract: Proceedings of the Southern Agricultural Economics Association, Journal of Agricultural and Applied Economics, Vol. 35, No. 2, p 441, 2003. Stegelin, F.and S.C. Turner.An Example Protocol for a New Plant Introduction. Proceedings of the Southern Nurseryman‘‘‘‘s Association Research Conference Forty Fourth Annual Report 2002,p. 543-548. Struve, D. K., Starbuck, C. and Mathers, H. 2003. Transplanting Red Oak using the Missouri gravel bed system. HortScience Program and Abstracts. 38(5):836. Tavernier, E.M. and R.G. Brumfield. 2003. An Economic analysis of the greenhouse, nursery and sod sector in the U.S. Amer. Soc. Hort. Sci. 38(1):128-130. Uva, W.L. 2003. Adjusted Gross Revenue Lite, a Greenhouse Operation Case Study. http://hortmgt.aem.cornell.edu/events/agr-lite.htm. Dept. of Applied Economics and Management, Cornell University, Ithaca, New York. Uva, W.L. 2003. Service Sells, Learn how to market your business the right way. Grounds Maintenance. April 2003: C2, 3, 6. Uva, W.L. 2003. Northeast Outlook, Ornamental Industries. American Agriculturist. February 2003: 32. Uva, W.L. and S. Richards, 2003. New York Greenhouse Business Summary and Financial Analysis, 2001. E.B. 2003-12. Dept. of Applied Economics and Management, Cornell University, Ithaca, New York. White, G.B., W.L. Uva, and M.L. Cheng. 2003. Analysis of Risk Management Practices of Specialty Crop Producers in New York: Implications for Crop Insurance. R.B. 2003-10. Dept. of Applied Economics and Management, Cornell University, Ithaca, New York.

Impact Statements

Increased wholesale value of nursery and greenhouse crops through increased sales to retail outlets and consumption by end-users and businesses.
Facilitated the adoption of green-roof technology and saw an increase in the area in the U.S. with green roofs installed.
Enhanced profitability of 500-2000 firms through better financial information published regionally and internationally (on-line) for greenhouse and golf course operations.
Identified of costs of production for in-ground nursery operations to improve their ability to calculate costs, charge prices, and earn profits.

Date of Annual Report: 08/10/2004

Report Information

Annual Meeting Dates: 08/10/2004 - 08/11/2004
Period the Report Covers: 01/01/2003 - 12/01/2003

Participants

Behe;
Bellinger;
Brooker;
Brumfield;
Coker;
Coston;
Dennis;
Eakes;
Fields;
Hall;
Harkess;
Haydu;
Hinson;
Hodges;
Mathers;
McNeil;
Posodas;
Stegelin;
Rainey;
Warnock

Brief Summary of Minutes

The meeting was called to order by chair Behe. Agenda had been distributed previously.

The minutes of the winter meeting of the committee had been posted on the committees
Internet site (www.s290.org). On a motion by Warnick, seconded by Mathers, the
minutes were approved.

Administrative Adviser Coston updated the group on the status of the replacement
project. He noted that the project has been in the southern region, but that like most others, it now is national in scope. He has requested that the current project be extended one year while the review of the replacement project is completed and all activities requested are completed. He indicated that approval is expected for October 1, 2004.

The procedure for completion or the new project was described as follows

- a pre-proposal is submitted

- a development committee is approved

The request for participation through completion of Appendix E is needed. Each
individual and institution that would like to participate should respond by Sept 10

- A review involves peer or external reviewers, requested from the committee

- Reviewers comment, and we respond to comments

- In our case there is a need for a critical review section

- Then the proposal goes to the Regional Research committee

Behe reqeusted that the Appendix Es be completed and that any recommendations for
reviewers to be forwarded to her.

Agenda items:

Webpage update:

Hall reported that minor revisions have been made. He suggested that future enhancements might include a library of committee publications. There was a discussion of a descriptive name that name for the group and its site that would be retained through changes in the projects number.

Manuscript reports

Production cost updates:

McNeil reported that this is about 90 % complete for the container and field production situations.

Pot in pot:

Hall reported that this is done and published.

Landscape preferences:

Behe reported that Michigan responses are being removed and analyzed separately because it is quite different from other states response.

There were no other manuscript reports.

Current studies

Labor survey: Mathers reported that the survey, originally conceived as directed
toward the migrant worker and conducted in Spanish, will be expanded to include
all workers. The survey will determine sources of education and training for
nursery industry employees.

Trade flows and marketing practices survey:

Brooker reported that the recently completed survey covered many more states (44) than had past surveys. The information provides a more complete picture of the industry. The overview was used as an SNA research report, and can provide general information for state and national general information. There now is potential for cooperation with NASS since that institution now is aware of what we are doing. The next survey will coincide with the Census of Horticulture in 2009 that will cover the 2008 year.

Hodges provided details of the survey there were about 1500 responses or a
response rate of about 16%. When expanded in the preliminary analysis, the sales
and employment numbers are much higher than those from NASS. Brooker
reported that a general bulletin is being prepared. Reviewers for the manuscript
are Warnick, Posados and Fields.

The 4 trade flows surveys provide data for an overall and over time analysis of
product flows and marketing practices surveys. A committee comprised of all
S290 economists was appointed to pursue this analysis, and other interested
members are invited to participate.

Price study:

There has been no activity, but this committee remains active.

Cost of production, zones 7 and 8: There has been no activity to date. Hall has a graduate student and indicated this work might start in fall of 2004. Stegelin has developed some budgets using the old (1990 generation) budgets as a base, but using a product mix that includes dogwood. He is working with a spreadsheet
format. There is interest in COP differences between these and the zone 5 & 6
costs.

State promotional program:

Stegelin reported that he and Posados have talked with Knight, and have collected materials from 14 states. They have information about history of programs, their funding, administration, the particular format, kind of plant material, lead times, information, etc. He declined to characterize this work as an evaluation, instead more descriptive. A summary was requested for the February meeting, and others are invited to join in this work.

Specialty cut flower budget:

Brumfield reported that her grant proposal was rejected. She continues to look for partners. McNeil, Posados, Coker, and Warnock will work on this research. It also was noted that John Dole in North Carolina has been doing some of this work, but no one is aware that it has been published.

Business analysis:

Behe noted that information was collected from 10 Michigan firms and they were added to the New York database. Hodges reported that Floridas system is based on online entry, is in the first phase, and growers are being recruited. He expects that acceptance of the system will be slow but sure, and this will become a valuable tool. He agreed to a report in February, with the provisions that this is proprietary and not in the public domain at this time. Workshops are planned to familiarize growers in Florida with the system, and want to tailor the program to growers needs.

A further discussion of the relationship between financial analysis work at Cornell and Florida is needed, perhaps to integrate at some point or at least to compare. In discussing problems of getting participation by growers, most firms are not business oriented but participate in these programs as a favor to the university. Currently, there are about 30 from New York, 10 from Michigan, and about 15 from New Jersey.

Labor survey:

Mathers proposed a study of the ornamentals industry labor force, to include laborers backgrounds, primary language, wage differences, impacts of education programs and other similar issues. A bi-lingual and bi-cultural graduate
student has been assigned. The case study methodology has been suggested.

Retractable roofs:

Brumfield reported on this as a technology under development, and is one among others the engineers have been researching. Others include high tunnels, robotics, and alternative energy sources. NE 164 is working in the area controlled structures, and there is potential for cooperation n
research. Brumfield will be S290s contact for the technology area, with
subcommittees for specific topics. It was suggested that budgets might be used to evaluate the feasibility of these techniques and structures. Also on the committee are Posados, Warnick, and Mathers. Nursery automation was suggested as a title for this committee.

Meeting sites:

The winter meeting will occur on the dates February 23 to 26, 2005, in Tuscon. There will be a tour on Thursday, a full committee meeting on Friday, and subcommittee meetings on Saturday. He also mentioned sight-seeing opportunities in the area, including a desert museum, an air museum, and old Mexico.

Summer 2005 meeting ideas Barton will be asked to host in Delaware.

Summer 2006 meeting ideas - Haydu offered to host the summer 2006 meeting in the
Northwest.

Adjourned 3:30

Accomplishments

Publications

Impact Statements

Date of Annual Report: 02/24/2005

Report Information

Annual Meeting Dates: 02/24/2005 - 02/26/2005
Period the Report Covers: 01/01/2004 - 12/01/2004

Participants

The meeting was called to order at 8:45 by chair Behe. Present were Barton, Behe,
Brumfield, Coston, Dennis, Hall, Harkess, Haydu, Hinson, Hodges, Little, McNiel,
Rainey, Schuch, VanBlokland.

Brief Summary of Minutes

Agenda: The agenda was approved as presented.

Approval of minutes: Minutes of the fall meeting of the committee, held in Atlanta, had been posted on the committees internet site. On a motion by Hall, seconded by McNiel, the minutes were approved.

Administrative Advisers report:

Coston updated the group on the status of the replacement project. He noted that while the project had been in the southern region, like most others it now is national in scope. The current S290 project has been extended to 9/30/05 pending completed review of the replacement project, and is officially DC309. Because the directors review system in being changed, this project will be used as a
training tool exercise for that group. A new number for the committee will be assigned after approval.

Coston mentioned changes to Hatch money in the administrations budget proposal,
which would cut funds in half this year, and eliminate them next year. There will be political give-and-take. It is important for members of this and other multistate projects to report results and accomplishments if/when asked to so. He cited a recent cost/benefit study as evidence of high returns to forms of public investment that include hatch funding.

Report from Chair:

Behe requested that Appendix Es for the project be completed. Hall identified states that have completed this form. Behe asked that we recruit others who
might be interested into the project. It was suggested that those who are associated with the project but have not participated be contacted regarding their intent to participate.

This suggestion was supported by Coston.

CSREES Advisor report:

did not attend.

Agenda items

WebPage update:

Hall reported that revisions to the site have been made. The name to be
used on the banner is Green Industry Research Consortium. This will remain the public identity after the project is approved and given a new number, and the same address will be used to access the site. Objectives are on the front page of the site. There is an area for announcements, individual websites are highlighted, an historical track of activity through minutes of meetings since 1992 (more recent minutes include photos from tours) is included, annual state reports are included, and a publications area will be added.

Manuscript reports

Production cost updates Zones 5 and 6, McNiel: These budgets are being finalized for container and field production nursery, and landscapers. He intends to electronically redo the floor plans, and mentioned that there are a few other items to be completed. It was agreed that there would be a document to review by the summer meeting.

Landscape consumer survey, Behe: Michigan responses were removed for separate
analysis because it is quite different from other states response. Responses from other states have been analyzed, and a manuscript was submitted to Journal of Environmental Horticulture in early February 2005.

Greenhouse Southern Regional bulletin, Hall:

This material was sent to NRAES about 2 years ago. Eighteen reviews, often with contradictory opinion and recommendations, were received. The document was modified and resubmitted about a year ago. Hall recently received notification that this work is in the layout stage, and will be published at some point in the future.

A presentation by Schuch introduced the group to ornamental horticulture production in Arizona. She discussed climatic information, values, acreages, kinds of plants, container, in-field trees, and salvaging plants from the desert prior to development. Arizonas rapidly expanding population and other external factors were discussed.

Current studies

National Nursery study, Hall:

Tables have been prepared and are ready for review. A table containing the main body of data and the 46 individual states will be placed on line for download. The data collection procedure has been presented before. Hodges established a protocol that can be used in the future. Data were analyzed at University of
Tennessee by Brooker, Hall and others. Results are almost complete and all participating states will be notified by email notification when available. A review committee of Warnick, Posados and Fields had been appointed at the fall 2004 meeting.

There was a discussion about consistency between the committees trade flows and marketing practices study results and those reported by NASS. Wholesale value of farm sales was one example. NASS estimates usually are lower, and this is the case again in the 2004 survey. NASS interim procedure of surveying/reporting 17 states also is a concern, because information also is needed about other states. Given the success of the S290 survey and these concerns, NASS officials are aware of committee activity in that area and there may be some potential for cooperation with NASS to improve and expand
the collection and reporting process. A subcommittee composed of Dennis, Hodges, Hall, Hinson, McNeil, Little and Haydu was asked to pursue these issues.

Economic impact study, Hodges, Haydu and Hall:

A draft table was presented, but this is not to be released yet. The study used all secondary information based on the NAICS system. Three major sectors were modeled production, landscape services, and trade (retail). Hodges discussed the methodology generally, and indicated there will be a report for each sector and state, and a series of detailed reports. Reviewers appointed were Dennis, vanBlokland and Rainey. The report is expected to be sent to reviewers about April 15.

Price study, McNiel:

There has been little additional work beyond a presented paper and
abstract at AAEA meeting and an SNA presentation in 03.

Cost of production, zones 7 and 8, Hall and Hinson:

Planning discussions about this
work have occurred. The procedures and the final product may be reformatted to increase usefulness to users. Previous budgets and work by Stegelin and McNiel will be used as a basis.

State promotional programs:

No report.

Specialty cut flower budget, Brumfield:

A grant proposal was rejected and funding still is
being sought. The California Cut Flower Associaton has been contacted about its interest in funding. There was discussion that other researchers are looking at a different multistate project for cut flowers, and that perhaps we can attract those to S290. Wein at Cornell was identified as the leader of that group.

Labor survey, Behe for Mathers:

A grant from HRI for $21,000 was approved. Other states may be interested in participation. A graduate student has been identified, and Mathers would like to fund this student with the grant, thus changing distribution of the funds. The requirements of the study were discussed, including the need for face-to-face interaction with growers to get the survey to appropriate workers. Mathers and Behe will work out an alternative procedure.

Mathers also suggested a proposal to HRI to fund problem weed species and weed
inventory in the industry.

Business analysis, Hodges:

As reported before, the software for business analysis has been developed, workshops have been held, and a first record has been entered. This
demonstrates that growers can and will provide confidential information over the internet.

A RMA workshop in 10 states will include an introduction to this program. It will be expanded in various ways and to other segments, but the first objective is to get the wholesale grower component working correctly.

Consumer Satisfaction with Horticultural Products, Dennis:

Ethnicity differences in regret/dissatisfaction are being evaluated using previously collected data. Initial results indicate Caucasians have less regret, perhaps because this is the largest consumer group and is targeted by sellers. It was argued that this result also might be an income impact, and that perhaps the target should be broadened. Overall, the research may introduce additional research areas, lead to different segmentation, and promotion to a different
group of people. From this work, a paper will be submitted to a professional journal.

Radio Frequency Identification, Harkess:

Work has started at Mississippi State to relate the capabilities of RFID to the industry, including cost of tags, their ability to withstand weather, and requirements being introduced by retailers. Little and Hinson will cooperate
on this research.

Study of rewholesalers/distribution centers in thegreen industry, Hinson:

There is a continuing increase in sales by wholesale growers to rewholesalers rather than to the traditional channels. This change has received little attention from the committee, but it suggests there are some needs in the marketing system are being met by different kinds of firms. A subcommittee of Hinson, Hall, Rainey, Hodges, Little and Barton will discuss research opportunities.

Brief state reports were presented.

Future Meeting Sites:

Summer 2005:

Barton discussed potential for a Delaware meeting, pointing out some topics of interest including roadside vegetation management, a program to suggest alternatives to invasive species that consumers might plant, and native plants development. Alternative sites discussed were Long Island, NY, and meeting at the SNA trade show in Atlanta. The committee chose the Delaware location. Dates will be June 28 to 30, 2005.

Winter 2006:

The committee chose Monterrey Bay, CA, in mid to late February. McNiel
will organize the meeting.

Summer 2006:

Haydu suggested a meeting in the Northwest US, but no decision was
made.

Elections:

Results of election of officers

Chair - Robert McNiel.

Secretary - Ronald Rainey.

The Committee unanimously commended outgoing President Bridget Behe and Secretary Roger Hinson for a job well done over the past 5 years.

The meeting was adjourned 3:00pm.

Accomplishments

Publications

Impact Statements

Date of Annual Report: 07/22/2005

Report Information

Annual Meeting Dates: 06/28/2005 - 06/30/2005
Period the Report Covers: 01/01/2005 - 06/01/2005

Participants

Bob McNiel;
John Garlisch;
Forrest Stegelin;
Bridget Behe;
Richard Harkess;
Robin Brumfield;
Charlie Hall;
Ron Rainey;
Sue Barton

Brief Summary of Minutes

The meeting was called to order at 1:00pm. Agenda presented and approved by Charlie and seconded by Bridget. Bridget moved and Sue seconded a motion to approve minutes as received.

Presidential comments. Bob recognized Sue for her efforts in planning the summer meeting as well as extended a thank you to her assistants, Leslie Carter and Val). All committee members expressed their gratitude for her efforts. It was agreed that Ron would send thank you notes to the assistants and tour hosts.

Bob also recognized Bridgette and Charlie for the work in resubmitting the project. The committee has a new committee number, S1021, with a project date of Oct. 2005 Sept 30, 2009 . The research project also has new Administrative and CSREES Advisors, Craig Nessler and Henry Bahn.

There were no administrative or CSREES advisor reports.

Charlie gave a report on the webpage. He highlighted his recent updates to the site, specifically noting the change of the title to Green Industry Research Consortium. He also mentioned a link for publications noting that the administrative advisor really liked the link to highlight the committees productivity.

Bob started the manuscript reports. Currently updating field and landscape price information, hopefully by early fall will have progressed extensively on manuscript.
· Behe noted that Sept JEH will have an article from the landscape manuscript.
· NRAES converted the Southern Cooperative Series bulletin into a for sale publication. Enhancing Profitability in Greenhouse Firms will sale for $18 available on their website.www.nraes.org

Operation costs survey currently being conducted by Profit Planning Group organized by PLANET who works with ANLA on certain education programs.

Sue led discussions on the labor study addressing some of the sampling issues, which included issues for small states and the focus on firms utilizing migrant workers. Charlie encouraged team to seek input from Hodges on available sampling techniques. Committee also discussed the survey design in terms of formatting and content issues. One item of note is the importance of consistency in question format and pre-coding the survey on the instrument itself. Committee has concerns with the survey design in its current state. Sue will communicate committees concerns in terms of edits to survey design, content, and formatting. Several committee members (Sue, Charlie, Behe) volunteered to participate along with all the states that are participating in a conference call with Hannah.

National Nursery Survey
Charlie discussed the national nursery survey indicating the data sets have been sent to all the states. The manuscript is being developed into a Southern Cooperative Series Bulletin by the end of the summer. Data sets will also be available on Charlies Green Industry website for download. Charlie indicated that the manuscript was in need of reviewers. The reviewers were selected for the manuscript: Hinson, Behe, Rainey, Stegelin.

Economic Impact Study
Charlie sent around the weblink for the manuscript which has just been published in Pdf format from the UT website. The report can be downloaded by chapters or the entire report. Charlie noted 1000 hardcopies of the report and 2000 executive summaries were printed and that we can download and use at our disposal.

Business Analysis
No report from committee members. Charlie noted that Allan was using the analysis and on-line system model with some risk management workshops across the southern region. Sue suggested Allan and John provide an afternoon seminar session at our next meeting on using the model to the committee. Committee agreed and it was decided that Bob would contact to set up the session at winter meeting.

Price Study
No progress in the short term.

Evaluation of State Promotional Programs
Forrest led discussions on this project in terms of what has been done in other states. He indicated that the number of states that were participating has increased. Sue questioned whether the project was still active. Committee agreed that the project had been completed.

Cut Flower Budget
Robin noted that she recently submitted a grant for the project and will know by Sept. whether or not project was funded. She also noted that there was a cut flower session at the New Jersey show discussing budget generation.

New Studies
Bob discussed consumer profiles since this area overlaps in the projects new objectives. Committee agreed to research this area.

Behe talked about a national chestnut survey that she and Jennifer have conducted which led to some significant data on gardening practices and purchases. She asked for feedback from the committee in terms of some of the preliminary findings. She also suggested committee members contact her if they had an interest in assisting with some of the analysis for future research and publications.

Charlie mentioned the Container Cost publication report development. The report is an update of the zones 7 and 8 report. Committee has begun the initial stages of the update in terms of visiting with state production specialists.

Future meeting dates: The Winter 2006 meeting was agreed to be San Jose, California during mid-February. It was agreed to have two days of tours: one day for garden centers/retail sales with the other day focusing on nursery production.

The Summer 2006 meeting was decided to be in Atlanta during the SNA conference. The meeting will be held at the SNA researchers headquarters on the Wednesday morning.

Meeting adjourned at 3:30pm

Respectfully submitted
Ronald Rainey